Touchpoints: A Destination Marketer's Guide To Brand Evaluation And Enhancement

by Adam M Stoker, Alex Sousa

Touchpoints is a complete guide to evaluating and enhancing a destination's brand. The founding thesis for the book is that a brand is the sum of all the touchpoints an organization has with the outside world. The book begins with the foundational elements a destination marketer needs to understand and get in order prior to evaluating each touchpoint. These foundational elements include the customer experience, target personas, positioning, SWOT analysis, and others. Once these elements are in order, the book includes a guide to evaluating and creating a plan of action to improve each touchpoint of a destination's brand. These touchpoints include both controllable, and non-controllable. Each touchpoint section includes a worksheet that helps to establish the evaluation and plan of action to improve. By reading the book a destination marketer will have a holistic view of his/her destination's brand and a clear plan of action to improve. Both experienced destination marketers and new professionals alike will benefit from this book.

138 pages, Paperback

Published March 19, 2020

Reviews

[Jacqueline · Rating 5 out of 5]

A great resource/handbook for any destination marketer looking for a roadmap to better their marketing. From organic to paid advertising and public relations, this book has it all.

[Erin Nudi · Rating 4 out of 5]

Some really great gems in here! Obviously it's geared towards destination marketers, but I think a lot of professionals could take something away.

[Tim Booker · Rating 5 out of 5]

A nice simple workbook to help you take stock of where your brand is. Nothing really ground breaking in here, but it is nice to have it all in a neat package. Run through this with your team, instead of alone, to get the most out of it.